D YANCEY <gen_at_intergen.co.uk> WROTE:
> Has anyone got hard, empirically sound data from the
> *customer* as to what they expect to get from advertising
> online, or in our various newsletters, and at what cost?
TO WHICH JANET ATTARD <attard_at_businessknowhow.com> REPLIED:
>Just recently I got an email inquiry from a prospective
>advertiser who stated specifically what they expected. It
>was a substantial company that has been in business for
>quite a while selling products of interest to small
>businesses. They said they had been disappointed by
>initial attempts at online advertising (in newsletters,
>I think) and that they were looking for
>7% -8% click through rate with a 3% to 4% conversion rate.
>Which raises a lot of questions: do adverisers have
>unrealistic expectations for online media? Or are there
>B-to-B sites - or any kind of sites- that actually get
>that type of click through and conversion rates
>consistently? (Why do I think there would be fewer
>dot-com flame-outs if there were?) Do purchased direct
>mail lists typically have that kind of response and
>conversion rates? Ditto for TV and magazine ads? If
>advertisers are NOT typically getting those kinds of
>response rates and conversion rates on NON-house lists,
>why should they expect them from the web?
I can't speak for the advertiser who contacted you Janet,
but I can offer a context-related issue. If rates had been
previously quoted or are available on a site Rate Card,
the advertiser may have already done the arithmetic on
what conversion rates it needs to achieve at such a
rate to justify the advertising investment.
Since these people have been around for some time,
they are apparently knowledgeable about making
sound ad buys...
Did you offer a lower rate with them if you could
not guarantee click through rates? Or offer them
a split test piggy backed into part of your letter?
John
John Gaskill
gm_at_info-central-usa.com
Looking for an ad medium that's powerful, targetable,
flexible and affordable? Discover Info-Central.(sm)
http://info-central-usa.com
Received on Thu Mar 15 2001 - 09:35:40 CST
